"Rewarded with a smile by exceeding your expectations"
Toyota City, Japan, March 9, 2011—Toyota Motor Corporation (TMC) today unveiled its "Toyota Global Vision" corporate outline for the future, which will serve not only to give direction to Toyota employees around the world, but also to convey such direction to customers and to the public at large.
The Global Vision incorporates lessons TMC learned through the market downturn that followed the global financial crisis and through a series of product recalls. It outlines the ideal form the company should take in response to self-asked questions about what kind of organization TMC should be and what kind of values it should honor. TMC-related operations around the world will define their own missions in the context of fulfilling the mission statement and will translate those missions into concrete actions.
Compiling the Toyota Global Vision was a team headed by TMC President Akio Toyoda that included members drawn from the company's operations around the world. Highlighting the mission statement is a commitment to being a company that customers will choose and will feel good about having chosen. Toyota has expressed that commitment with the slogan: "Rewarded with a smile by exceeding your expectations".
In unveiling the Toyota Global Vision, Toyoda observed that TMC has strived through its 74-year history to create socially beneficial automobiles and to earn smiles from customers worldwide. "All 300,000 of us at Toyota worldwide," declared Toyoda, "will take part in laying a foundation for sustainable growth. Working side by side, we will strive to earn smiles by exceeding customers' highest expectations. Together, we will write a new chapter of Toyota history."
The text of the Toyota Global Vision:
"Toyota will lead the way to the future of mobility, enriching lives around the world with the safest and most responsible ways of moving people. Through our commitment to quality, constant innovation and respect for the planet, we aim to exceed expectations and be rewarded with a smile. We will meet challenging goals by engaging the talent and passion of people, who believe there is always a better way."
1. The Toyota Global Vision: Text and Commentary
2. Toyota Visionary Management: The Tree Metaphor
3. 2015 Global Initiatives
4. The Role of Regional Operations
Cautionary Statement with Respect to Forward-Looking Statements
This press release contains forward-looking statements that reflect Toyota's plans and expectations.
These forward-looking statements are not guarantees of future performance and involve known and unknown risks, uncertainties and other factors that may cause Toyota's actual results, performance, achievements or financial position to be materially different from any future results, performance, achievements or financial position expressed or implied by these forward-looking statements. These factors include: (i) changes in economic conditions and market demand affecting, and the competitive environment in, the automotive markets in Japan, North America, Europe, Asia and other markets in which Toyota operates; (ii) fluctuations in currency exchange rates, particularly with respect to the value of the Japanese yen, the U.S. dollar, the Euro, the Australian dollar, the Canadian dollar and the British pound; (iii) changes in funding environment in financial markets; (iv) Toyota's ability to realize production efficiencies and to implement capital expenditures at the levels and times planned by management; (v) changes in the laws, regulations and government policies in the markets in which Toyota operates that affect Toyota's automotive operations, particularly laws, regulations and government policies relating to vehicle safety including remedial measures such as recalls, trade, environmental protection, vehicle emissions and vehicle fuel economy, as well as changes in laws, regulations and government policies that affect Toyota's other operations, including the outcome of current and future litigation and other legal proceedings, government proceedings and investigations; (vi) political instability in the markets in which Toyota operates; (vii) Toyota's ability to timely develop and achieve market acceptance of new products that meet customer demand; (viii) any damage to Toyota's brand image; and (ix) fuel shortages or interruptions in transportation systems, labor strikes, work stoppages or other interruptions to, or difficulties in, the employment of labor in the major markets where Toyota purchases materials, components and supplies for the production of its products or where its products are produced, distributed or sold.
A discussion of these and other factors which may affect Toyota's actual results, performance, achievements or financial position is contained in Toyota's annual report on Form 20-F, which is on file with the United States Securities and Exchange Commission.
The Toyota Global Vision: Text and Commentary
Toyota will lead the way to the future of mobility, enriching lives around the world with the safest and most responsible ways of moving people. Through our commitment to quality, constant innovation and respect for the planet, we aim to exceed expectations and be rewarded with a smile. We will meet challenging goals by engaging the talent and passion of people, who believe there is always a better way.
"The safest and most responsible ways of moving people"
"Enriching lives around the world"
"Lead the way to the future of mobility"
"Our commitment to quality, constant innovation"
"Respect for the planet"
"Exceed expectations and be rewarded with a smile"
Everyone at Toyota will continuously maintain a sense of gratitude to customers and will strive to earn smiles with products and services that are stimulating and even inspiring.
"There is always a better way"
All Toyota employees will share the recognition that there is always a better way and share a commitment to continuous improvement, which are fundamental to The Toyota Way.
"Meet challenging goals by engaging the talent and passion of people"
Toyota Visionary Management: The Tree Metaphor
Toyota has employed a tree metaphor—focusing on "roots", "trunk" and "fruit"—in expressing the Toyota Global Vision.
Roots: Shared values
The roots of the tree are shared values. Those are the same basic values that people at Toyota have expressed over the years as the Toyoda Precepts, as the Toyota Guiding Principles, and as The Toyota Way. They are the spirit of conscientious manufacturing.
Fruit: Making great cars and contributing to host communities
The fruit yielded by the tree symbolize Toyota's progress in creating ever-better vehicles and contributing to economic and social vitality in Toyota's host communities. That progress will earn a welcome place for Toyota in communities around the world.
Trunk: Solid business
Business vitality is the trunk that supports Toyota's activities toward creating products that will win customer smiles. In Toyota's tree metaphor, solid business is the trunk of the tree. Through that trunk flows the nutrition for supple limbs, branches and leaves and for bounteous fruit.
Toyota's vision thus evokes a virtuous circle. The company will contribute to its host communities by making excellent automobiles. Earning a welcome place for Toyota in its host communities will support sound returns. And Toyota will reinvest those returns in creating ever-better vehicles for customers and will achieve sustainable growth.
2015 Global Initiatives
Toyota has established the following interim initiatives for 2015.
1. Product strategy
Models for Minimizing Environmental Impact
Geographical Composition of Sales
2010 Sales Results
Industrialized nations: 60%
Emerging markets: 40%
2015 Sales Plan
Industrialized nations: 50%
Emerging markets: 50%
2. Supply strategy
Make the most of Toyota's existing production capacity and its world-leading manufacturing expertise in manufacturing hybrid vehicles and other technologically advanced, high-value-added products.
North America and Europe
Maximize productivity at existing plants and otherwise make the most of existing resources.
Expand production capacity, analyzing demand prospects in each region carefully to determine the geographical positioning, the timing and the scale of investment in expanded capacity.
The Role of Regional Operations
Positioning Regional Initiatives as Driving Force in Toyota Management